Marketing Matters is a blog that tells marketing stories from an industry, academic and student's perspective. We confront and debate today’s business trends. Views expressed by the blogs do not necessarily reflect the views of the University of Sydney Business School.

Friday, 16 December 2016

Snapchat Spectacles has been trending this past month for a number of reasons. For those of you that have not heard of them, I would recommend that you search them up right now -- especially if you are big on your Instagram game. In short, it is Snapchat’s first hardware product that they released initially on November 10 of this year.

They are a pair of regular sunglasses that acts as a normal pair with the addition of a one-touch recording camera on the edge of the frame that shoots in a circular video format. It is then synced to your phone through Bluetooth where you can upload the recording on your Snapchat account.

The product itself is a great move forward from Snapchat but for me, it is how they have been marketing and distributing them that is getting all my attention. The Spectacles aren't available generously at any given one time — but instead, you might have to travel half way around the country to get your hands on them. At this moment, Snapchat Spectacle is only available in the US. So what is making Snapchat’s rollout strategy so good?

Artificial ScarcityThe US based company are creating artificial scarcity — everyone loves exclusivity and Snapchat is doing just that with limiting the supply of Spectacles to a specific location, one place at a time. The only place that you can buy Snapchat’s first hardware is through Snapbot, an interactive vending machine that pops up for 24 hours before it disappears — just like their snaps. You can track where the Snapbot is via a map on their website.

Perceived DemandMinutes after a Snapbot location is shared, videos and photos of hundreds of people lining up for their spectacles emerge online — Followed by snaps of many happy customers but also disappointed customers that didn’t get there in time before the vending machine sold out. The $130 Spectacle then sells for thousands of dollars online, making it one of the hottest products on the market at the moment. It seems that we are clearing Snapchat’s warehouses of Spectacles, when in fact we are probably only buying a few dozen.

Earned Media
Not only are they getting free press from their users taking snaps of the enormous line at the Snapbot locations, but also from traditional media outlets — the press has covered all Snapbot locations to date.

Thursday, 15 December 2016

“In many ways, advertising is similar to applying for a job,” says Sharon Napier, CEO of advertising agency Partners + Napier.

As marketers, we’re all trying to sell brands to consumers in the hope that they’ll throw it in their “shopping cart”, ask friends about it, or engage with it online. Think about a job application — we market ourselves through our CV and cover letter. The consumer (i.e employers), asks our friends about the product (i.e us the job seekers) and engage with us online (i.e stalk our social media).

Both advertising and job application are all about the art of brand-building and smart persuasion. Say you’ve successfully marketed yourself through your CV, how do you prepare to market yourself when you’re in the hot seat (i.e the interview)?

First and foremost, you have to know your value proposition. You have to know your skills and talents that are marketable, who and what you’re all about professionally. Your value proposition is the promise of value that you’ll deliver to the prospective employers. This is basically the answer to the burning question “Why should we hire you?”. You want to convey what sets you apart from other candidates and how you would be a benefit to the employer.

Number two, you need to know your ‘target market’. Before walking in into that interview you have to know the company, the industry, and the person who’s interviewing you (stalk them back). Know their style and culture. You basically don’t want to create a campaign without knowing anything about your target market.

Number three, be the solution for problems the company want to solve. If you’re applying for a marketing job and the company’s having problems of ineffective advertising, prepare examples detailing how you’ll solve those problems and how you’ve solved similar problems in the past. This way you’ll avoid empty cliches by backing up your skills with relevant and specific stories.

Lastly, you don’t want to be a product that is all marketing and little substance. I’m talking about putting your best foot forward while knowing your strengths and communicating them in a memorable and persuasive way.

Thursday, 8 December 2016

Digital marketing is a fun, creative and fast-moving sector in the marketing industry. It is also an industry that’s climbing up to the top as more and more businesses move to invest more in digital. Areas such as digital advertising are growing even through the economic downturn, and it is expected to continue to grow.

source: www.kinbloggers.com

Would you believe me if we said that one of the most promising careers in the future is digital marketers and market analysts? You better do because it is. Here’s why…

1. Key to effective communication
They will be the key to effective communication in this digital age that we’re living in, accomodating businesses, organisations, even politicians connect with their potential “customers”. They are the ones who also innovate and develop digital communication while changing the way people do business through the insights of big data.

2. Be in-demand
Digital skills gap is set to widen and the job market is bursting at the seams as more brands are putting more focus on digital marketing than ever before. With 150,000 digital jobs predicted by 2020 (by Digital Marketing Institute in Dublin) and not enough digital professionals to fill them gives those studying digital marketing a competitive advantage. Basically you’ll be gearing yourself up for a career where demand exceeds supply which is always a good move if you ask me.3. The knowledge is new everyday!
Digital marketing is a job where you get to constantly learn as the industry is changing all the time. Everyday is different and challenging so for those who are passionate about the industry, it is a career with excellent long-term prospects.

So if you want to ensure your employability in the future, digital analysis, development and marketing are the top picks!

About the Bloggers

Alyce Brierley is a student in the Master of Marketing Program at the University of Sydney Business School. With a degree in Creative Industries (QUT), she has recently returned to Australia after working for the last six years in Paris as Copywriter and an English Language Consultant. Alyce is a culture, travel, food, and wine enthusiast with a love for learning languages. She is currently working in partnership with a tech start-up in the wine industry as a wine blogger.

Bowie Chen is from China and a current student in the Master of Marketing program at the University of Sydney Business School. Bowie has several years experience working in FMCG marketing, media (esp. TV station), and consulting firms.

Hazel Chen has 8 years work experience in the Beverage Manufacturing Industry with the role as Technical Leader and Manager, covering Logistics, Marketing, Laboratory and Prototyping function. As a part of Master of Marketing program, she has the confidence to consolidate all the experience with Marketing study to understand overall market to a great extent.